Coursework Assignment Brief
Prepare a presentation and business report on their chosen market sector: UK SOFT DRINKS MARKET
THE BRIEF
Choose a market sector, from the list provided, as the basis for their research and report.
The Market Sectors
Biscuits, Watches Toothpaste, Soft- drinks
Power Tools, Cosmetics Shampoo, Furniture
Computer games, Motorcycles Sportswear, PCs
You will act as a consultant researching a market sector in order to sell the information to any client currently operating in, or wishing to break into that sector who may approach them for advice. In short this means that should a you choose the power tools sector you are NOT Black & Decker or Bosch.
The information you provide must be sufficient to allow a company to fully understand what is happening in their market sector.
In order to describe and analyse your market sector you will need to address the following questions.
Market Dynamics
1. What is the current size and value of the (UK) market sector?
2. Is the market sector growing or declining? Why do you think this is?
3. What trends and developments can you identify within your chosen market sector?
4. Profile the main competitors in this market sector. What are their strengths and weaknesses?
Customer Dynamics
5. Identify how this market sector has been segmented by the companies operating in it (using customer not product characteristics).
6. Produce and contrast the ‘Pen Pictures’ of two major target customer groups in your market sector.
7. Select an advertisement aimed at customers in your market sector. Who is being targeted? Explain your reasoning.
8. Suggest how knowledge of the stages of consumer decision making could help companies in your market sector to attract and keep customers. Give examples at each stage.
The above 8 points are all of crucial importance to a successful market
analysis and all must be covered in some detail in the presentation and final
report. Without covering the above points thoroughly you could hardly be
termed an expert in your market sector.
Sources of information for this task will be many and varied, many sources will be secondary sources and available from libraries in the form of published data.
You are required to use a minimum of 3 information sources in order to cross check your information. Such sources should include published market reports (such as Mintel or Euromonitor) and journals, magazines, newspapers etc. Six or more are advisable for a better grade.
All your sources must be correctly and fully referenced.
The 3 or more information sources may include textbooks. Academic texts and quotations should and, must, be used as a matter of course to provide academic backup and underpinning to your arguments presented in the final report.
PLEASE FOLLOW INSTRUCTION TO PRODUCE THE REPORT INCOUDING POWERPOINT SLIDES FOR PRESENTATION. THE CHOSEN MARKET IS UK SOFT DRINKS MARKET. DO NOT FORGET CHARTS AND DATA TO BACK IT UP.
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